General Assembly Association of Italian Historical Trademarks 2025
"Beyond history: identity in motion. The value of Historical Trademarks in the changing Italy" is the title of the Association's General Assembly 2025, held June 19 in Milan, in the picturesque setting of De Montel - Terme Milano.
The event was an opportunity for discussion and vision dedicated to the Association's Members but also open, with a Public Session, to the business world, especially companies recognized as Historical Marks based in Lombardy, in the awareness that today more than ever, the enhancement of business culture and industrial heritage represent a strategic lever to promote Made in Italy in the world.
The Public Session, moderated by Fabio Tamburini, Editor-in-Chief of Il Sole 24 Ore, was held in two thematic sessions:
- I SESSION - Defending Authenticity, Promoting Identity - Anti-counterfeiting, Territorial Reputation and New Alliances for Made in Italy
In a global context where risks related to counterfeiting and loss of identity value are increasing, this session addressed the challenges and tools to protect and promote the authenticity of Made in Italy. Through institutional keynotes and a panel discussion with representatives of key territorial and sectoral organizations, the role of networks and alliances for a new industrial diplomacy based on historical brand values were explored.
- II SESSION - Value, Memory and Transformation - Corporate Heritage as a Strategic Resource for Historical Trademarks
The second part of the proceedings was devoted to the cultural evolution of the Historical Brand. Starting from sociological and academic reflection, this session analyzed the concept of corporate memory as an engine of innovation and continuity. Through corporate testimonies, museum experiences and archiving and storytelling projects, it was highlighted how the past can be narrated in a contemporary, generative and attractive way for new generations of consumers.
Institutional greetings
Video message SEN. ADOLFO URSO Minister of Enterprise and the Made in Italy
Videomessage DIANA BRACCO President and CEO Bracco Group
Eng. Massimo Caputi
President Association of Italian Historical Trademarks
"This is the third year of the Association's existence, and we have become many, but mainly there are the companies that represent the whole Italian economic fabric across the board. What we want is to project ourselves into the future, also looking at the new generation that will come into the companies. We have to be stronger and stronger in our identity, we have to be proud of being a historical brand."
Lawyer Amedeo Teti
Head of the Market and Protection Department of the Ministry of Enterprise and Made in Italy
"When we thought of the historical trademark case, it was a bit experimental to enhance our intellectual property even better, but as an experimental one, it seems to me that the experiment has succeeded very well with the birth of the Association, bringing historical trademarks to have a different value, a very important asset value. This in my opinion is an extraordinary signal that makes it clear how much a historical brand is worth for everything, for its financial value, its social value, its emotional value, its value of Italy."
Dr. Ruggero Invernizzi
Undersecretary to the Presidency Lombardy Region
"Now more than ever, in a rapidly changing global context in which the economy is changing and transforming, it is crucial to rediscover and enhance the roots of our industrial fabric. And historic brands, as is increasingly being authoritatively reminded by industry insiders, represent not just a past to be celebrated, but a strategic capital on which to build our country's future."
Dr. Anna Maria Bardone
President Order of Industrial Property Consultants
"Business history, when protected, narrated and enhanced, becomes a very important managerial aspect, marketing lever, reputation lever, is an international attraction. I believe that historical brands can and should be a distinctive flywheel for Made in Italy also internationally and in building business strategies based on active memory, entrepreneurial continuity and the creative dedication of successive generations."
Keynote Speech
Lt. Col. Antonio De Cristofaro
Commander 1st Section Anti-Counterfeiting and Product Security Group - Special Goods and Services Unit Guardia di Finanza
"The Anti-Counterfeiting and Product Safety Group Made in Italy is the gateway for the Guardia di Finanza to connect with the territory, but especially with brand owners, especially with this very illustrious forum. It is a very useful system that allows practitioners, who intervene in the territory, to interface with brand owners when they intervene against counterfeit products. Behind counterfeiting there is a definite market, billions of euros in tax evasion, as well as undeclared work, which we have the task of combating."
Dr. Fiorenza Lipparini
Milan & Partners Director
"In the relationship with the territory, being genuine means being able to bring together innovation, industriousness, commerce and the energy that attracts talent. Enhancing historic brands in a city, in a regional territory, means having a flexible, more service-oriented vision, ready to recognize the historicity and trendiness of what characterizes our economy."
Prof. Francesco Morace
Sociologist, essayist and founder of Future Concept Lab
"Today memory and future are no longer in opposition, but intercept each other in a virtuous way. Memory is not a recipe, and will be less and less so in the future, but it is an ingredient that can be increasingly used in the composition of the experience of all generations, without falling into nostalgia for times gone by. It is a living element for younger generations who have not had that experience; it is an element with which I compose the quality of my present and perhaps future experience."
Prof. Francesco Billari
Magnificent Chancellor Bocconi University
"Italy is an exceptional place because the historical brands are there, but also because of its demographics. We are potentially an immigration laboratory. We have to go very fast because we are lagging dramatically behind. What will happen in the next 20 years will depend a lot on the choices we make, especially on migration, and that's why you have to be a bit of a demographer, all of you, even if you deal with historical brands."
Dr. Antonio Calabrò
Museimpresa President
"Italian identity is an open identity, of intersections, of relationships, of contamination, of transformation. Identity lies in relationship. We need to have the awareness that family businesses, precisely because they are family businesses, also have a great responsibility: to value the elements of history and legacy because they are factors of growth and competitiveness, and to pool all the design intelligence they have had over time."
Round table
FROM THE ROOTS TO THE NETWORK: NEW ALLIANCES FOR AUTHENTIC MADE IN ITALY
The first panel discussion aimed to explore how intermediary bodies and territorial networks can support Historical Trademarks in enhancing authenticity, fighting counterfeiting and opening up internationally.
- Dr. Silvia Boccetti, Head of Innovation, Internationalization, Tourism CNA Lombardy
- Dr. Giovanna Mavellia, Secretary General Confcommercio Lombardia
- Dr. Carlo Piccinato, Regional Secretary Confartigianato Lombardia
- Eng. Roberto Santori, Founder Made in Italy Community
CORPORATE HERITAGE AND CORPORATE CULTURE: HISTORIC BRANDS AS MODELS OF CONTINUITY AND TRANSFORMATION
The purpose of the second panel discussion was to analyze how historical enterprises preserve, communicate and transform their identity over time, making corporate memory a competitive factor.
- Dr. Maria Canella, Curator Rinascente Archives
- Dr. Luigi Cimmino Caserta, Head of Institutional Relations Kraft Heinz Italy
- Dr. Barbara Foglia, Director MUMAC Coffee Machine Museum - Cimbali Group
- Dr. Fabio Ottolina, CEO Ottolina Coffee
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